Consumer behavior prediction in tourist destinations

Abstract

The purpose of this research is to propose a theoretical framework that includes the background of consumer behavioral intention towards a tourist destination and explores the relationships between variables. To do this, a structural equations model has been used based on data obtained through three online questionnaires, which were applied to consumers in three tourist destinations. From the confirmatory factorial analysis and the evaluation of the structural model, the relationship between the observed variables and latent variables has been determined, as well as the degree of sensitivity of each one of them. The results allow us to corroborate the hypotheses and identify as antecedents that most influence the intention of future behavior (1) consumer attitudes, (2) the attributes of the destination, (3) the mediating role of satisfaction and (4) the moderating role of personality. Likewise, the findings reveal the factors that are most affected in each destination and those that have the greatest weight in the revisit intention of consumers. The theoretical model presented contributes to the existing literature on tourism consumer behavior and identifies the main antecedents that influence behavioral intention towards a tourist destination. The value of this study lies in the analysis of the relationships between the latent variables linked to behavioral intention, identifying its antecedents, as well as the mediating and moderating variables. In addition, it provides timely information for strategic decision-making by tourism managers in these destinations.